Imagine a future when this technology is proprietary.

Imagine a future where the technology triggers good feelings in you when you view certain products or depictions thereof.

I could easily see this being as widespread as add medication.

Actually there is a mission achievement in the latest Hitman game which has you using just such an implant to wirelessly hack someone’s mood.

Yeah, we need some tool to ensure that no one is going to steal it.

We already have technology to control dissent. Why do you think every country has media sector, education system, etc?

But direct manipulation of the brain itself rather than through your senses via propaganda is on another level.

It introduces a whole slew of issues. A individual and his role in society. A citizen and their relation to government. And of course, an individual and his relation to his own identity and free will. If a chip can manipulate your brain to feel or think a certain way, then are you really you? Do you have free will?